Let me try put it thusly:
Here are a few Chabad characters you might meet:
1) A Shliach who has a Chabad House and deals primarily with unaffiliated, not yet frum folks, with whom he puts on Tefillin, lights Shabbos candles, and gives Shiurim.
2) A Shliach who works in an institution like Heichal Menachem in Boro Park, primarily teaching already frum folks Chassidus, but does occasionally put on Tefillin with someone he meets in a train station or Macys.
3) A bochur who learns in Yeshivah day and night, does mivtzoim on Fridays, says thank you to the mass transit bus driver habitually, and likes nutty chews.
4) a Crown Heights businessman, who deals with Jews and non-Jews every day in a business capacity with honesty, does his daily shiurim, and encourages those he comes in contact with to strengthen their connection with Hashem (either through Torah and mitzvos, or sheva mitzvos).
5) A DDFer who speaks to recon reps with respect and, ok, never mind this one.
So, only 1 "does Kiruv," 2, 3 and 4 don't "do kiruv" but occasionally dabble in it. 5 talks about it.
In reality, each and everyone is doing their "shlichus" or mission. Every one happens to include activities which you might label as "kiruv," but that is not the what defines them or the movement they follow. For 1 to put on Tefillin with a Yid, 2 to teach Tanya, 3 to make a bracha on a nutty chew, 4 to learn his daily Rambam and for 5 to act with Ahavas Yisroel, even on an online forum are all part of the same mission: to create a dirah Lo Yisbarech b'tachtonim.